E-mail’s Killer ROI Less Lethal by the Year: DMA

Published Tuesday, October 14, 2008

While the return on investment from e-mail far surpasses other channels, the gap is closing and will continue to do so for the foreseeable future, according to a new report from the Direct Marketing Association. E-mail’s ROI in 2008 was $45.06 for every dollar spent on it, according to the DMA’s just-released Power of Direct economic impact study. This compares to $48.34 last year, and a projected $43.52 in 2009, according to the annual study. The DMA predicts e-mail’s return on investment will steadily drop to $37.99 for every dollar spent in 2013. But while ...

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